NEA - Media Language Research

As part of my NEA task i have done research into camera angles and music videos that i can implement into my own music videos.

"The Silent Interview" is a charity promotional clip featuring Samuel L Jackson, a clip i saw in an interview with Jackson. The clip was produced by the charity 'One for the Boys'; a male cancer awareness charity that Jackson is part of and promotes. The video is fairly simple and only features one kind camera shot. Eight men are shown, all through a medium close up at eye level, some of them make eye contact but others look around with a certain nervous expression. The final shot is of Samuel L Jackson himself who then talks about the charity's promotion saying that talking about how "talking about cancer isn't the manly thing to do" and that actually it is and to not be dumb.

The shot is very meaningful and useful as it incorporates the entire face conveying all emotion and creating a personal connection with the individual.

My second piece of research is into Logic's video titled '1-800-273-8255'. This video follows a different narrative however near a similar topic. We follow a boy who when coming out in a relationship with another boy in his school suffers with a great depression and questions suicide. The boy however calls the number of the track which is also the telephone number in the United States for the line known as 'Samaritans'; a suicide helpline. The video ends with the boy finding happiness in his relationship and living a long happy life.


The first aspect of the video that interested me in my research is that the boy in the narrative uses running as a release and escapism from a difficult struggle. This is similar to the narrative I've planned however whereas this boy uses sport my character uses music as escapism instead and connects with this song specifically throughout the narrative. The second feature that interested me is the use of natural framing in the setting of the narrative, as shown in these shots (right). The use of natural framing is interesting and conveys the sense of isolation the character feels, similar to the one in my narrative.

World mental health day took place on the 10th of October. Yellow was the theme of the event and to show their support people were encouraged to wear yellow clothing; scarves, hats, t-shirts and coats etc. In my video the artist and the character present in the narrative will display this yellow clothing.

Humans - Marketing Campaign

AMC released the first season of 'Humans' in 2015 on Channel 4 and once season 2 was released an unusual marketing scheme was produced. The aim of the promotion was to produce what seamed to be real-life banners, and trucks from the show.

This interactive campaign works due to the use of simulacra in the show. The show is set what looks like our world however with a minor change. In the narrative we learn that synthetic humans have been developed an are now integrated into society to do the unwanted jobs and chores. We learn that there is a disturbance however (a disruption in the equilibrium - Todorv) as some synths are conscious and are being hunted down and taken.

The truck shown in the top right is supposedly for people to bring their 'faulty' synth back. Furthermore a very realistic mock website is present to supposedly advertise synths and give a run down of what they do and what to do if they are 'faulty'. This is to distort the line between fiction and reality to create the hyper-reality that is present in 'Humans'.

The use of this unusual marketing campaign creates a vast reach across a number of different platforms. The audience may enjoy the mystery of some of these features such as the ability to buy their own synthetic human, more dedicated fans of the show may enjoy the unique interactivity with this marketing.

Just a Thought - NEA pitch

Upon pitching my NEA task/video i decided to change my pitch and track. 'Just a Thought' by Gnarls Barkley (Ceelo Green and Danger Mouse) resonated with me upon hearing it. The lyrics reference mental health issues and the aggressive drum track accompaniment expresses the anger and rage that sometimes comes with mental health problems.

I then developed the idea of following a performer/student who would play this drum track live as use of escapism from the world and their depression. I've chosen a young male as mental health is something that men are often taught not to express or talk about and i wanted to show how this effects this individual.

This is my first draft of a Storyboard:
















And the following power point is the NEA product pitch that i presented:

NEA Plan 2 by Edward Pick on Scribd

Postmodernism in 'Humans'

'Humans' is set in the present day and to establish this and a self-reflexive setting the produces use intertextuality and pastiche. For example:

-The character Elster is a reference to Alfred Hitchcock's "Vertigo" where Gavin Elster creates the 'perfect' woman.

-Odi is a reference to Tim Berenes-Lee's Open Data Institute

-The character of Nishka is very reminiscent of Pris from "Blade Runner" -the basic pleasure model.

-The whole show is a remake of the Swedish programme 'Real Humans'

-The Hawkins' family name may be a reference to physicist Stephen Hawking.

-Anita mentions Isaac Asimov's three laws of robotics (Asimov blocks) when she 'accidentally' hurts Laura

-Sophia the robot can be seen in the opening sequence amongst other real-life robot.

The use of this intertextuality and pastiche creates a self-reflective setting for the text. However this isn't completely self reflective as technology is far more developed in this world, the synthetic people are shown to have been completely integrated into society doing the more working-class jobs that people wouldn't usually want to do. This creates Simulacra in the text as the world is only partly similar due to the advanced technology in this world.

Tzetan Todorov - Narrative

Tzvetan Todorov was a Bulgarian-French historian, philosopher, structuralist literary critic, sociologist and essayist and geologist. He studied classic fairy tales, stories and fables and developed his theory on narrative from them. His theory suggests that they, and many texts all follow a very similar formula for their narrative:

EQUILIBRIUM: The given state or balance of affairs before the..

DISRUPTION: Disruption of the equilibrium (may stem from a catalyst such as an antagonist) 

RECOGNITION: There is disruption -probably now recognised by protagonist

RESOLUTION: The attempts to restore the equilibrium

EQUILIBRIUM: Restoration of a similar or changed state of affairs after the disruption has been resolved

In Humans this does take place however there are some changes. Firstly a fragmented narrative is used (part of Baudrillard's Postmodernism theory) with features such as flash backs and multiple narratives taking place at once. Furthermore the formula shown takes place however, often as used as profitable technique, the equilibrium at the end is not restored. Often things are 'teased' or hinted at draw the audience in wanting to find this equilibrium in the following episodes. An example of this is shown in Humans where although the family have reached a state of peace with Anita's presence (equilibrium) she then does the unexpected and walks away holding the younger child.

'505' - NEA Chosen Audio Track

Choice 1:  505 - Arctic Monkeys

-'505' first debuted on Arctic Monkeys' second album "Favourite Worst Nightmare", the track stays true to many of the band's influences such as Indie Rock, Garage Rock, Post-Punk Revival and Psychedelic Rock; all genres prevalent during the target audience's lifetimes. The track has a rather melancholic feel to begin with and slowly crescendos throughout with slow canonic introductions of each instrument.
The lyrics are filled with imagery and lines open to interpretation that tell the story of a break up between our protagonist and his ex-partner. Through the words we see that our protagonist was deeply in love no matter the status between he and his partner; why they broke up is up for interpretation within the lyrics.

[Chorus]
I'm going back to 505
If it's a seven-hour flight or a forty-five-minute drive
In my imagination, you're waiting lying on your side
With your hands between your thighs

[Verse 1]
Stop and wait a sec
When you look at me like that, my darling, what did you expect?
I'd probably still adore you with your hands around my neck
Or I did last time I checked
Not shy of a spark
A knife twists at the thought that I should fall short of the mark
Frightened by the bite, though it's no harsher than the bark
The middle of adventure, such a perfect place to start

[Chorus]

[Verse 2]
But I crumble completely when you cry
It seems like once again you've had to greet me with "Goodbye"
I'm always just about to go and spoil a surprise
Take my hands off of your eyes too soon

[Chorus]
I'm going back to 505
If it's a seven-hour flight or a forty-five minute drive
In my imagination, you're waiting lying on your side
With your hands between your thighs and a smile

The chorus suggests imagery of when this relationship was stable and how our protagonist wishes to return to this stage. '505' could be interpreted in a number of different ways: a room number, a house number or a time (5:05). The imagery of 'lying on your side with your hands between your thighs' is a somewhat sexualised thought/position however also suggests loneliness perhaps conveying the break-up.

The following power point is my product pitch for my NEA task.

NEA Plan by Edward Pick on Scribd

NEA task Research

Chosen Brief: Music Marketing, Audio Visual (music video to promote artist)

Target Audience: 30 – 49 year olds with an interest in the chosen music genre.
-Gen X
-Millennial

During 1989 and 2004, when the target audience would be in there teenage years and at their most interested in music, the music charts was prominently made up of a number of genres. Rock and heavy metal had a prominence with artists such as Metallica and Guns n' Roses, this gave influence to artists later on such as the Arctic Monkeys and the Red Hot Chili Peppers. Typical music videos for this genre have a heavy foxus on the performance but also include a narrative that is up for interpretation.
Furthermore Hip-Hop began to make an appearance with artists such as the N.W.A, Eminem and Snoop Dogg. Hip-hop music videos often had a very specific style of promoting material wealth, conveying an agenda and a rather crude lifestyle. However some exceptions are shown, for example, Eminem's 'Stan' has a strong narrative that fits fluently with the depressing aggressive narrative of lyrics. Furthermore 'Mockingbird' shows a nostalgic and personal side to Mather's life.

Pop artists that dominated the music video scene often had a focus on the artist themselves, their performance and the narrative of the lyrics. For example Sinead O'connor's 'Nothing Compares to you' is heart breaking ballad that is accompanied by scenery and Oconnor's simple, emotional portrait. Although simple the music video conveys her loneliness and her heartbreak.

Livingstone & Lunt

Convergence: Moving towards union, coming closer together and a meeting at a point

Technological convergence: Technological advancing, merging and intergrating

"[Technological convergence] makes it increasingly difficult for governments to implement media and communications policies based on shared national values and aimed at delivering social cultural policies" - Livingstone and Lunt

Prosumer: a producer-consumer

"What do citizens need from the media and how can this be guaranteed? Who ensures that converging communications technologies serve the public interest? Do we even know what the public needs or wants? Can a single organisation balance industry and consumer demands in regulating media and communications?" - Livingstone and Lunt

David Hesmondhalgh

Professor David Hesmondhalgh is a cultural industries theorist. Cultural industries are the industries that focus on the production of culture.









Synergy: The combined collaboration of two or more parts of a system so that the combined effect is greater than the effort of one of the parts alone.

Vertical Integration: Synergy through two or more stages of a production.
E.g: 20th Century Fox owns the studios in Hollywood but they also own the cinemas where the films are shown.

Horizontal Integration: Synergy between subsides at the same stage of productions.
E.g: Although Instagram is very similar to Facebook, Facebook owns Instagram

'Riptide' - Vance Joy

Riptide Case Study (2) Copy by Edward Pick on Scribd

I, Daniel Blake

‘I, Daniel Blake' - Case Study Copy by Edward Pick on Scribd

Baudrillard - Postmodernism

Modernism 

-- A period of time in the 19th and early 20th century when industrialization caused widespread cultural and economic upheaval. This caused a deliberate philosophical and practical departure form the past in the arts and literature.

Postmodernism 

-- A deliberate philosophical and practical departure from modernism. Postmodernism developed in the course of the mid 20th century and continues in culture and society today. 
Simulacra 
=the postmodern copy; reproduced and manipulated to the point that it no longer resembles its original.

Hyperreal
= where reality and fiction are indistinguishable
= 'more than' real; improving upon reality

Parody
= Referencing something for comedic effect and ridicule. (Monty Python and the Holy Grail)

Pastiche
=Referencing something to pay homage rather than for comedic effect (Pulp Fiction, Ready Player One)

Bricolage
=Taking many different elements and combining them into something new (Stranger Things, Avatar, Black Panther)

Intertextuality
=Referencing a text within a new text (Age of Ultron - Pinocchio, The Goldbergs - ET, Ready Player One - The Shining etc)

Fragmented Narrative
=A non-chronological/ typical narrative (Breaking Bad -ending shown at the beginning)

Self-reflexivity
=Making the audience aware of the film making process (Deadpool, Ferris Buler)

Baudrillardcreated four steps of reproduction:

1.basic reflection of reality

2.perversion of reality

3.pretence of reality (where there is no model)

4.simulacrum, which "bears no relation to any reality whatsoever".

–Jean Baudrillard

“successive phases of the image: it is the reflection of a profound reality; it masks and denatures a profound reality; it masks the absence of a profound reality; it has no relation to any reality whatsoever-it is its own pure simulacrum” – Jean Baudrillard

Adbusters and Woman

How significant are economic factors in the magazine industry? Refer to Woman and Adbusters in your answer. (30 marks)

Introduction:
– Explain how economics and profit are a priority in the magazine business however there are often exceptions whereby the social agenda/message takes priority.
-Introduction to ‘Woman’ (target audience, time, conglomerate)
-Introduction to ‘Adbusters’ (target audience, targeted people/conglomerates)

Magazine info:
-Significance of ownership in relation to major publishing conglomerates and independent publishes outside of the mainstream commercial area.
-The nature of the magazine industry during the 1960s –dominated by very few publishing companies
-‘Woman’ sells 12million copies per week.
-Contemporary magazine industry, still dominated by major publishers however a much wider range of titles are available and more competition. –Independent publishers need to find a unique selling point in order to appeal to audiences.
-Different sources of funding/revenue for magazines.
-Significance of advertising and how adverts are chosen for a specific audience.
-Production values are shaped by economic factors.
-Historical contexts –economy, post war recession, austerity gives way to new consumer boom in 1960s
-Power and Media Industries (Curran and Seaton)

Curran and Seaton:
-The idea that media is controlled by a small number of companies primarily driven by the logic of power and profit.
-The idea that creative media is generally limited over variety, quality and creativity in itself.
-More socially diverse patterns of ownership help to create conditions for more varied and adventurous media productions.

Woman
-Owned by IPC (created in 1963) -> largest in the world, profit and power driven.
-Woman is a product of capitalist industry.
-Diversification of the parent company into news, magazines, book publishing – horizontal integration.
-Different release date to ‘Woman’s Realm’ -> audiences might buy both = maximum profit.
-Advertising reflects mainstream products e.g. Max Factor, Breeze
-Economic stability – expenditure on quality product – high production value, interview with celebrity Alfred Hitchcock.
-Limiting choice and viewpoint for audience (lack of diversity of opinion)

Adbusters
-Independent, non-profit magazine funded by subscriptions, sales of copies + donations.
-Does not feature advertisements.
-High cover value (£10.99) reflecting lack of advertising
-Magazine has high production values and print magazine of quality
-Owned by Adbusters foundation -> organizes campaigns such as Occupy Wall Street and the magazine embodies an anti-consumerist ideology.
-Adbusters subverts the traditional relationship between magazine advertising via use of ‘culture jamming’ for example the use of the “Louibouton” ‘advert’.

Riptide - Case Study

Formation - Case Study

Beyoncé Formation copy by Edward Pick on Scribd

Adbusters - 'POST-WEST'

Adbusters is a non-profit, anti capitalist and anti consumerist magazine. They specialize in subverting typical and traditional magazine conventions with no adverts whatsoever. They take mainstream conglomerate adverts and culture jam them throughout the magazine to promote their message. Adbuster magazines also contain articles that relate to their post modern world message. As shown in the covers (left and right) although they brand their magazines the font is in a different style to avoid branding.


Set Cover:

-Masthead: Plain, white, sans serif font clearly viable at the top of the cover however pasted over/partially covered by a
dirt affect.

-Title: 'POST WEST' in same white font as the mast head social/political message - image linked to article 'time for a radical rethink of what is considered a normal life in the decadent west'. Also suggesting a link to 'post-truth'

-image not fully anchored - assumes a level of understanding in the audience.

-gesture/clothing black background, main image of male in khaki camouflage jacket, angry, animal-like expression, clenched fist -subverts codes of consumer/lifestyle magazines.

"CHRISTIAN LOUIBOUTON"

This is a culture jam of Christian Louboutin's advert for high-heels. As shown where the high heels should be have been replaced by two bottles used as the soles of flip-flops with pieces of string. Instead of a typical model they have used a shot of the feet of a stereotypical African in poverty. As shown the photo is taken in a dry dusty part of Africa perhaps Zambia or Ethiopia adhering to shared conceptual road maps of said countries. Paul Gilroy's Post Colonial theory can be applied to this page as the bottles are likely to have come from places such as the UK, without us it is unlikely a person in Africa would have ever come across such bottles without British colonisation.

The culture jam on the page is criticising how pointless the Christian Louboutin high heels are as although shown in the media as the 'nicest' high heels that should be the most expensive, in reality their worth is probably much less and it's functionality awful. The shoes shown in the image could be identified as being more functional than high heels as high heels often cause problems in foot growth. Furthermore the caption 'Red soles are always in season' perhaps further criticise the consumerist view of wanting these high heels with red soles and how people in this situation possibly have red soles on the bottom of their feet. This perhaps graphic imagery is what Adbusters aim for in their magazine to convey a dramatic message.

Norman Gall - Osasco

The first article presented is written by journalist Norman Gall. Norman Gall has been to multiple LICs and observed the lack of basic resources such as toilets, food and water. The article focuses on Osasco in Sao Paulo where 'people rise at 3:30AM to collect water' that he describes as polluted and disease ridden.

'Him' - Zucchetti.

The next page tremendously juxtaposes the last article. Although it is an ad for Zucchetti's bathroom wear the ad is placed in the magazine to mock it and to ruin it's image. The image shown of the tap shows a rather slick and expensive tap that is likely to be overpriced simply for it's design rather than it's actual function. This makes a mockery of Zucchetti and those who purchase items from Zucchetti because it shows how the consumerist lifestyle takes water for granted and is more bothered with the look of a tap and the water coming out rather than actually being grateful to have water whatsoever. When looking at the website Adbusters point is further emphasized by Zucchetti's pretentious tone that is only present to entice the audience.

350ppm and Justin Gillis

The next two pages are referencing climate change. The first image has a rough black background with an image of a model with a painted '350ppm' over the image. '350ppm' refers to 350 parts per million, this is the limit of how much CO2 needs to be in the atmosphere before the greenhouse effect takes place. The use of this over the model is significant because the cosmetics industry is known for it's pollution and contribution to climate change.

To the right of this image we have a second image followed by a paragraph written by Justin Gillis who is an author and activist in preventing climate change. The second image shows a woman who is begging in the middle of a city center. She contrasts to the model as firstly she is of much lower class and arguably closer to the bottom of Maslow's hierarchy of needs to the model who is closer to the top. Furthermore they contrast because the woman on the street has likely had very little contribution to climate change whereas the model is advertising the cosmetics industry that has a very large contribution to climate change.

'Save the Planet Kill Yourself'

This next article is the longest article in the magazine. It is written by David Joez and is taken from his book 'Villaverde's Save the Planet Kill Yourself: A Guide to Living in the End Times.' He is a writter and a poet in Pittsburgh, Pennsylvania.

This article has a very protestant tone that directly targets audiences in the west. The article is structured in the order of items in a supermarket or shop and gives a story of information about how each product effects the human body, mind and how it pollutes the world/environment around us. It has a very left wing anti-consumerist view that targets large corporations such as 'Coca-Cola' and the places that we shop at. It criticizes these capitalist firms and gives a bad image of there completely profit oriented views.

This article is one of the many aspects of the magazine that make it deviate from normal mainstream magazines. This large article of a dense two pages of text is unusual as it allows no room for advertisements. Furthermore it criticizes other magazines as they also produce lots of harmful by-products for the environment.

The quote "you learned long ago to ignore reality" and "like how you call pig pork or bacon or sausage instead of calling it pig[to appear more stomach friendly]" use personal pronouns to directly talk to and target the audience reading. It criticisms them in a very 'telling of ' tone. Further quotes such as "the second leading ingredient in Coca-Cola, high fructose corn syrup, is problematic far beyond it's deleterious health effects" show how Adbusters are targeting big capitalist corporations and their methods.

This is America

Childish Gambino, or Donald Glover, is a music artist, director, actor, writer and comedian who I enjoy watching perform. He has Produced the song 'This is America' and director Hiro Murai helped produce the shocking and powerful music video with Glover as the frontman to it. The video addresses the issue of gun violence, racism and mass shootings in the US via the use of hidden choreography and other means. After it debuted on the 5th of May 2018, it became the 31st song to debut at number one on the US Billboard Hot 100 whilst also topping the charts in Australia, Canada, and New Zealand.
https://www.youtube.com/watch?v=VYOjWnS4cMY 

Curren and Seaton

Power and Media Industries

-James Curren and Jean Seaton's theory of power and media industries suggests the media is controlled by a small number of companies primarily driven by the logic of profit and power

-The idea that the media is controlled by a small number of companies primarily driven by the logic of profit and power

-The idea that media concentration generally limits or inhibits variety, creativity and quality

-The idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media productions.

-The idea that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media production.

e.g The BBC, a large scale conglomerate, has a large influence over many platforms such as TV, radio and the internet. Thus spreading it's reaches in power and profit. A large varied audience is interested in the show 'Top Gear' which increases the scale of influence that the BBC has.

'Straight Outta Compton'

Straight Outta Compton-Case Study by Edward Pick on Scribd

'Woman' Magazine

'Woman' Magazine is a British magazine that was first published in 1937, it is targeted towards 30-40 year old women. It encompasses the female beauty and fashion industry, celebrity gossip, TV, News and real life stories that the target audience might take interest in.This cover of 'Woman' is from the 23rd-29th of August 1964. The title and brand 'Woman' is in a very curly font that establishes the informal address to the audience of which also easily establishes the target and dominant audience as 'Woman' suggests a more mature audience then perhaps 'Girl'. The main image and title takes up the majority of the layout suggesting that it has great importance. The model chosen has particularly white teeth, nice hair, makeup and a dress. This presentation of women is very typical of the 1960s, women at the time were taught that they were constantly voyered by men and that they should always be seen in full makeup and nice clothes, during the end of the 1960s however the Women's liberation began to change this. The Yellow strapline at the bottom of the page covers over the woman making it more prominent and suggesting that it is of more importance. The text written on it in full capitals 'Seven Star Improvements for your kitchen' suggests that the audience posses a kitchen that they would like to improve. During this time after the WWII very few women could get jobs and so society enforced a new ethos for the lives of women. Women were taught that their purpose was to become a mother and to act as a housewife instead of getting a job, this Magazine reinforces this idea. It further shows a typical 'keeping up with the jones' ideology of having the next best household equipment and kitchen.

The use of the pull quote from Alfred Hitchcock who was a the rather famous film director of 'Psycho' and 'Vertigo'. In many of Hitchcock's films women play interesting and different heroine roles, however in Shakespeare-like fashion the women in his films are all either killed by the end or given a brutal lesson for stepping out of place in society.

Magazine – Codes and Conventions

Here are some of the codes and conventions which encapsulate the audience of a magazine simply on the front cover:

Layout - The design of a page of a magazine, including the composition of written text, images, graphics etc

Headline - Written text that indicates the content of an article, usually in a large font, and positioned at the top of the page

Masthead - The title of the magazine, usually positioned at the top of the front cover and the contents page, it establishes a a sense of the magazine's brand identity.

Sidebar - A brief article or story on a page - may be placed in a box or written in a different font to separate it from the main article

Feature - A key visual element on the front cover that usually dominates the page. It could be a model/celebrity or other picture that is relevant to the magazine content.

Pull quotes - Key phrases from an article that are featured in a larger font to attract attention.

Anchorage - Where text is used to 'pin down' the meaning of an image.

Strap-line - Short phrase encapsulating the essence of the magazine, usually positioned below the masthead

Brand identity - This communicates a clear message about the magazine to the target audience, it includes the image of the magazine (masthead, style, design etc). as well as its ethos and values.

Some other codes and conventions:

Cover (featuring masthead, strapline, main image, cover lines, banner, date, barcode and price)

Editor’s letter - Introduction to the magazines -ideals and ethos

Publishing information page - Authors information, ISBN, title of book etc

Readers’ letters - Letters given in by readers perhaps asking for specific content-gives a sense of community

Regular features (relevant to the sub-genre of magazine)

Feature articles (double page spread or extended features over several pages, including headline, 

stand first, pull quotes/ sidebars, images etc.)

Advertising, including advertorials -First person account of a product.

Competitions - draws in audience for chance to win

Consistent house style across the magazine - a reoccurring 'internal' style e.g red borders, common logo, reoccurring text font.

Newspapers-Audience

Stuart Hall - Reception Theory

Another of Stuart hall's theories is the Reception theory. It asserts that media texts are encoded with messages and values by the produces which are decoded by the audience. Different audience members will decode the media in different ways and possibly not the way the producer originally intended. 

The theory states that the members of the audience will adopt one of three positions when decoding the text:

Dominant or Preferred reading - How the produces of the text want the audience to decode/view said text. They will assert thus position if the messages are clear to them; they can follow the narrative; they can recognise age and culture cues and the themes shown are relevant to said audience.

Oppositional Reading - When the audience reject the Producers intended message and create their own meaning of the text. This can occur when the text deals with controversial themes that the audience has an opposite view upon. It may also occur when members of the audience are unable to receive age and culture appropriate cues which leads them to decode the text in a different way to the intended way.

Negotiated Reading - When the audience compromise between dominant and oppositional reading; the audience will decode some of the messages in the intended way and then others unintentionally. This could occur when the audience understand the age and culture cues but the narrative is to complex which inhibits a misunderstanding.